Black Friday 2024 brings high growth expectations for the pharmaceutical sector, especially in the digital market. A date that has already established itself as one of the moments with the highest sales volume of the year promises to be an even more significant event for marketplaces like Farmácias app, which projects a 17% increase in Gross Merchandise Value (GMV) compared to the same month in 2023.
“We are a pharmacy marketplace and one of our biggest differentiators is connecting perfumeries, pharmacies and drugstores to the end consumer. We have partnerships with major brands in the market, which often an independent store would not be able to achieve,” says Henrique Mazza, Digital Channels Marketing Manager at GrupoSC.
For Black Friday, Mazza identifies changes in consumer behavior. "Today, the customer researches and makes purchases more consciously, prioritizing the trustworthiness of companies and reliability in terms of delivery," he/she/they states. According to the executive, consumers value both punctuality and the security offered by digital platforms.
The information is corroborated by research fromGoogle, commissioned by Offerwise, which reveals that 51% of consumers have already planned their finances for Black Friday and 62% want to take advantage of the offers. For Black Friday 2024, according to Confi.Neotrust, the expectation is a 9.1% increase in revenue compared to the previous year, with an expected collection of R$ 9.3 billion just ine-commerce.
Managing demand and maintaining the expected level of service is one of the major challenges of e-commerce. As the largest marketplace in the pharmacy segment, Farmácias app strengthened its logistics infrastructure. The partnership with GrupoSC, the leading logistics distributor, ensures that products are available and reach consumers quickly, even during peak sales periods. Additionally, security measures have been enhanced to protect users' financial transactions and sensitive data.
Mazza recalls that in terms of payment, Pix has established itself as one of the preferred options among Brazilian consumers. "The ease and security provided by this method are major attractions, especially during periods of high sales volume. The expectation is that consumers will prioritize offers that ensure not only savings but also convenience and security throughout the entire purchasing process," he says.
Consumer Behavior
According to astudy carried out by GoogleWith nearly 2,000 consumers, 43% of respondents are interested in over-the-counter drug offerings such as supplements and vitamins, providing an opportunity for pharmacies to leverage their business.
The highest bets revolve around the sale of Mom and Baby products and Hygiene and Care. The expectation is that the search for daily use items and essential products, driven by promotional prices, will lead to a significant increase in traffic and exclusivity. Opinion Box Consulting Data, beauty and cosmetics products accounted for 18% of sales on Black Friday and Pharmacy and Health, 9%.
Exclusive strategies and offers
To maximize the Black Friday potential for stores, the Farmácias app has developed a special promotion calendar, which will be extended until the early days of December. The platform is focused on attracting new users through an exclusive coupon (WELCOME), available for those making their first purchase.
The company also invests in robust digital marketing actions, including performance ads, highly personalized CRM strategies, social media campaigns and partnerships that increase brand visibility and ensure greater public engagement.
